To successfully leverage the internet for business to business customers requires a targeted approach at the four customer segments that use the internet in their purchasing decisions. 

We work with B2B marketers to identify their online customers and make recommendations to implement strategies that generate leads. The four distinct stages of B2B customers are:

Awareness Stage - Online activity focuses on general searches to see if a solution exists.  Either existing solution isn't working or the organization has determined a need to a new problem.  Searchers are looking for quick qualification visits to web sites to determine if the vendor should be in initial consideration set.  Most of these searches occur with a user buyer (he actually uses the solution or product and typically is the person who first identifies the need and makes the organization aware that the org needs to explore potential solutions). 

In this phase, it is important for the content on the web site to be quickly accessible and highlight the solutions available by the vendor.  High level, random access information is wanted.  It is also important that the vendor show up in the top search results (paid or organic) - typically on page 1 or else there is a risk that even a top vendor could be dropped from the consideration set.  Google is the top search engine.  Searches are often generic terms or phrased as a question.  Buyers are trying to define vocabulary associated with solution set.   

Research Stage - User buyer becomes less involved in this stage.  Online activity is more targeted with the influencer buyer becoming more engaged (typically CFO, VP Purchasing, Director, etc.). 

Goals are to research product information, define the consideration and feature set and compare overall competitive landscape.   

In this phase, the influencer buyer may not want to start vendor contact as that could slow down overall process.  Buyers will want to push vendor contact back until they're ready - it may not be aligned to when the vendor wishes contact would occur.  They are getting ready for the RFP/RFQ process.  Risk aversion is key to purchase.  Need to diffuse risk for buyer and verify ballpark pricing. 

Searches in this phase may still be broad and generic in nature, but may also be a more specific query.  Start with top search engines (Google, Yahoo, MSN, AOL and Ask.com). 

Negotiation Stage - During this phase the economic buyer is heavily engaged with vendor sites.  More navigational queries occur, linking deeper into site.  Visualization starts to occur - how will this implementation look within my company (goes to risk aversion)?  Structure information to assure, take away risk.  Side by side comparisons valuable.  Vendor contact had occurred and likely started with the influencer buyer but will move to the economic buyer as the consideration set of vendors is narrowed.  Re-assure influencer buyer but start discussions with economic buyer as soon as possible. 

Traffic likely to be coming from directory or b2b vertical search engine.

Purchase Stage - Last attempt to ensure a corporate 'fit' with vendor, need to understand customer service associated with purchase.  The economic buyer plays the largest role at this stage.  Online activity often jumps up in this phase to finalize the purchase decision. 

Navigational search occurs.  Likelihood that user has bookmarked your site increases. 

The internet has become the primary research for commercial services and professional service buyers. Targeting these four groups with your online advertising and content on your website will significantly increase your leads and lower your cost per lead.  

Kudzu Consultancy, specializes in measuring, tracking and increasing client’s return on marketing investments.  Please contact us today to discuss how B2B ignition can improve your branding and lead generation.